MV Agusta are working with Chinese company Loncin to build a range of more affordable models for the mass market. MV CEO Timur Sardarov told MCN that a new machine will be in dealers by 2021 in a bid to move away from solely ultra-exclusive premium machines for wealthier customers.
"When I first took over the position of CEO at the end of last year, the company was very heavily allocated towards the premium market only," he told MCN. "We already have some thoughts and are working on something more accessible.
"MV deserves to be bigger. It is a fantastic brand that I love and I know that a lot of people do, too. I want MV to be seen and ridden by as many as possible, whilst keeping our DNA."
The partnership with Loncin will see the two businesses work together to develop a four-model range of 350-500cc machines to be sold around the world. The new bikes will be much cheaper, enabling easier access to the MV brand, but the new bikes will maintain ‘MV DNA’ and vehicle dynamics. MV’s in-house design team will also help Loncin develop their own large capacity premium machines that will be sold in China.
MV have previously dabbled with mass market products, including the excellent Brutale 675 which sold for an affordable £8300 however that bike was dropped when the range was reduced during money troubles.
"Motorcycles, or anything with two wheels, has a very good potential as a business model," Sardarov told MCN.
"When I entered MV, the company was in such a bad way that not many people would pay, so that’s why I wanted to protect the heritage and the incredible personnel who give it love and attention on a daily basis.
"I think this brand is very important for the motorcycle industry because this brand is one of few in the world that continues to push the boundaries of every other manufacturer. It has paid a big price for being that manufacturer and has paid a huge amount of money.
"This brand deserves to be there, because without MV, I believe the market would be boring."
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